Industries2 case studies
Food, drink & FMCGThe product, exactly. The world around it, built.
FMCG runs on short windows, and the product on screen has to be the product on the shelf. We build every location a launch needs around one day on set, or from the product samples alone, and keep the product exactly right.
- National finalist, Financial Review AI Awards 2026
- Bhuja · Darrell Lea
Bhuja · Real Food. Bold Crunch., 2026. Pack and esky shot on set, the beach built around them.
01The problem
The launch date is fixed. The shoot isn't.
A new range, a national window and a long list of placements: television, transit, retail screens, social. The traditional answer is a shoot for every location and a reshoot for every change.
And food is unforgiving. Get the texture, the scale or the colour of a product wrong and the shopper sees it in a second.
02The work
On air and on shelf
- 1Shoot day for every location in the Bhuja TVCBhuja
- 30+Static and motion assets for three new productsDarrell Lea
- 10Days, approximately, from physical samples to the finished suiteDarrell Lea
03How we work
From a box of samples to every screen
- 01
Start from the real product
Samples are photographed in studio from every angle, in hand and in context, so scale and texture are recorded rather than guessed. Then they become digital product we can place anywhere.
- 02
Shoot once, build the world
Cast and product are filmed on a controlled set. Cinemas, beaches, laneways and backyards are built around them and finished with one film look, so it reads as one shoot.
- 03
Show what's actually in it
Ingredients, layers, pours and reveals: the shots a packshot can't do and a camera can barely catch.
- 04
Cut for every placement
Masters, then 15 and 6 second cutdowns in 16:9, 9:16 and 1:1, plus the stills and transit motion the media plan needs.
04Services
The services behind it
- AI Commercials TVCs built around one shoot day, with every cutdown and format.
- AI Product Photography New products photographed, digitised and ready for any scene.
- Visual Campaigns Key visuals, retail and out of home from the same campaign world.
- AI Content Creation Social, ecommerce and seasonal versions at the same standard.
05Questions
Common questions
Can you work from the physical product?
Yes, and it is often the best place to start. Darrell Lea sent some of the first samples in existence; we photographed them in studio, digitised them and built the launch around the real thing.
How do you keep the product accurate?
By checking it against the sample, not against how good the frame looks. Darrell Lea reviewed size, surface, internal texture and colour against the product in the box, and the assets were refined until they matched.
Do we still need a shoot?
Sometimes one, sometimes not even that. Bhuja filmed its cast in a single day and every location was built around them. Darrell Lea's launch was built from studio photographs of the samples, with no location shoot.
Can the assets carry the next range?
Usually. Digitised products and an existing campaign world can carry seasonal ranges, limited editions and retailer-specific creative, subject to the agreed production approach and asset rights.
What formats do you deliver?
Whatever the plan needs. For Bhuja that meant 30, 15 and 6 second cuts in 16:9, 9:16 and 1:1, plus silent motion for transit screens.
